More and more holiday shoppers are forecasted to complete purchases online this season, and it’s critical that retailers provide them with seamless digital experiences — and all that is necessary to make informed purchases. Enter VendorSCOR. Developed by e-commerce platform Content Analytics the solution aims to improve product content, resulting in boosted sales for retailers.
Touted to be the first tool of its kind, the launch combines analytics, reporting and content management onto one single platform, which enables retailers to monitor product content and notify brands of simple fixes that can result in enhanced content.
With VendorSCOR, retailers can send brands customized vendor scorecards, notifying them about the relevant product content in need of attention and editing. Based on that, brands can optimize their content on product pages, leading to superior web site quality, better customer experiences and higher conversion rates overall — as well as stronger relationships between retailers and brands.
Target is among the first retailers to use VendorSCOR carding in order to prepare for its upcoming holiday season. “As a trusted retailer, we need to ensure that our guests have a consistent brand experience both in-store and online,” stated Michelle Winter, director of product content at Target. “Content Analytics enables us to optimize our digital content, giving the guest the product information they need, when they need it, to feel confident shopping with Target.”
And Kenji Gjovig, vice president of partnerships and business development at Content Analytics, added that VendorSCOR not only monitors for problems — it also provides retailers and the brands they collaborate with user-friendly solutions, which they can fix together.
Combining analytics with content management is key to survival in today’s demanding retail landscape, he summed up. “Retailers like Target recognize the need for quality product content, but with an overwhelming set of priorities and a massive amount of data, it can be difficult to ensure every product’s content remains optimized and up-to-date,” Gjovig cautioned. “If retailers don’t provide consumers the information they need to make a purchase, they’ll simply go to one that will.”
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